Schick Flexes Hydro Muscle in Transformers Tie-up

Schick Hydro and Paramount Pictures’ Transformers: The Last Knight  have partnered for a push featuring a spot directed by Michael Bay.

Schick Hydro has joined forces with Paramount Pictures’ new film directed by Michael Bay, Transformers: The Last Knight, which premieres in theatres on 21 June. The partnership supports the personal care giant’s continued innovation and aims to capture the essence of a great shave.

Through a television commercial and limited-edition collectible razors, the alliance highlights Hydrobot, a product designed to elevate the brand’s ‘Technology that Transforms’ platform. The promotional campaign debuts with said spot, which was directed by the renowned filmmaker himself.

Inspired by the Hasbro label, the creative depicts the conversion of the Schick Hydro 5 into Hydrobot, with a fist bump from Optimus Prime for protecting mankind one face at a time. The Schick Hydro handles feature Autobot characters including Optimus Prime, Bumblebee, and Hound.

Schick Hydro partners with Paramount Pictures' Transformers: The Last Night.
Schick Hydro partners with Paramount Pictures’ Transformers: The Last Night.

Meanwhile, Decepticon characters for the Hydrobot include Megatron, Barricade, and Onslaught. In Transformers: The Last Knight, humans are at war with the Transformers and Optimus Prime is gone. The key to saving the future lies buried in the secrets of the past and the hidden history of Transformers on earth.

“We are thrilled to be partnering with Transformers: The Last Knight, and with Michael Bay, a legendary filmmaker who has brought his incredible talent to our new television campaign,” said Anastasia Tobias, Schick Hydro Senior Brand Manager at Edgewell Personal Care.

Video: CommercialTime